Talking about the development of home building materials electricity supplier from the O2O mode

However, the story of Melody is unique.

1. The story of Melody

With regard to the history of the development of the birth of the music and music, you can Baidu to understand the details, here is no longer wordy.

Here, we briefly describe the following links in the story of the Melody story that relate to our articles today: 1) Meile is born with the “Amoy Brand”; 2) Melaleuca opens an offline experience shop; 3) Merlot Music "out of Amoy" to establish an independent platform, and began to expand from furniture to home decoration home building materials category; 4) Merlot recently and Haier's joint.

The Internet seems always to be prepared for people who are not behaving like a rule, and it's clear that Meile is not a regular performer on the Internet, so it makes a lot of noise and it makes us have to explore it in the name of Meile.” Amoy brand "home building materials e-commerce development path.

2. The Survival and Development of E-commerce Hegemony

The biggest sound that the American music music made was the rapid online expansion, the establishment of an offline experience hall, and the realization of its O2O strategy, which aroused the attention of the entire industry. However, in my opinion, the most daunting (and at the same time, puzzled) actions of Melody is its strategy of “going away from Beijing”.

We know that Taobao Tmall's merchants have a lot of fears about Taobao Tmall, that is, eggs in a basket will be broken if the basket is overturned. "Out of Amoy" was born out of this concern.

However, "out of Amoy" is not from Amoy. “Being Amoy” is to take out a few eggs in other baskets or put them in self-made oysters instead of taking out all the original eggs of Taobao Tmall. We see that Qumei has its own online store, but Qumei still has a flagship store at Tmall.

However, Melody's "out of Amoy" is a complete "Lee Amoy." We have not seen the existence of Merlot in the Tmall. This leads us to the first related question: How should the road to development of the "Amoy brand" of home building materials be planned in the future?

The e-commerce wars of the past two years have basically formed a pattern in which several parties and lords dominate the world. I use a sentence image to describe the current e-commerce competition: Don't want to be an emperor. The ear immediately sounded Dangdang Li Guoqing's words: From. Who let people flow it?

When Dangdang started, No. 1 shop started, where the customer came from, Le Amoy got it, and the music bee did it...

"From the" strategy seems to be the only way out for the "Amoy brand" to survive and develop in the competition of the giants' e-commerce: whoever gives traffic. If you do not want to be an emperor, there will be no principled subordination.

Of course, an independent website is still needed. This is an independent gesture and the ultimate destination of traffic. It may still be a bargaining capital with the "from" platform.

By recruiting security, but still want to save their own armed.

In a "congruent" sound, the complete "Lee-scoring" of the United States Lele seems to stand out from the crowd. Because we do not understand the strategic intentions of Melaleuca and the stories behind the strategy, we dare not comment on Melody's strategy of leaving the Amoy. We only expressed the incomprehensibility of the Amoy Lele strategy. What is even more puzzling is that while Le Le was away from Amoy, she also “entered Beijing” and opened a flagship store in JD.com.

We have already said that the American music is not destined to be a conformist. Its strategy of “scoring away from Beijing” is only one of its manifestations.

3. O2O mode of online advance line

How to develop online to the offline, we have already discussed Qijia.com's online group buying model and Tmall's love boom model. The expansion of Ulead's offline experience hall should be closer to Tmall's love bee wave mode.

Amoy brand is basically a grass root brand. One of the major anxieties of grassroots brands is the fear that consumers will not trust. "Pro! We have a physical store." This physical store is the best way to "wash" the image of the grassroots shop. As a brand of home building materials, the Amoy brand may get rid of the "grassroots" the best shortcut is to open stores in the well-known traditional shopping malls such as Red Star Macalon. There was also such a reputation, and offline experiences also existed. At the same time, it can make full use of the natural flow of traditional shopping malls. (The second love bee wave selects the traditional home building materials mall outside the city Cheng Cheng Hall, should also have this consideration.)

But a significant drawback of doing so is to bear the higher rents in traditional shopping malls. This is the trouble that Tmall merchants encounter when they enter the love of bees. In fact, this entanglement may well reflect the key obstacles to the development of online O2O strategy from offline to offline. We ask questions and discuss them in more detail when appropriate. The question is: What kind of business strategy should be adopted after the pure online brand of the home building materials industry goes offline?

In general, online Amoy brands can use the same products and pricing strategies as online sales, as well as so-called online and offline integration. The offline experience shop is purely used as a "last mile" service for experience and home building materials. However, one of the difficulties of this strategy is to solve the high costs caused by offline shop experience. For online companies to open stores offline, how to calculate the relationship between income and costs really requires in-depth study and exploration in practice.

To know that at present, even the most popular Amoy brand may not be able to bring enough traffic to the offline experience shop. Lynx enough cow? The love boom wave may not yet reach the predicted flow. We once said that it is not as easy as imagined to divert people from online to offline, or to allow online consumers to experience offline stores.

The United States Lele once again slid forward and did something for everyone: with the fastest speed, it opened up nearly 150 independent experience shops offline! These experience shops use consistent online product and pricing strategies.

Mei Le Le away from the traditional home building materials shopping malls, in the edge of the city to open offline experience stores, is clearly a certain strategic purpose. Moreover, we feel that this goal may be in line with the "Leaving Amoy" strategy. The strategy of Melody is obviously not willing to "go." It should be a territory that plans to use itself. It does not say that it is hegemony. It also has become at least one prince.

Keeping away from online Tmall platform to build their own independent platform, away from the offline mall to build their own experience shop system, the purpose should be only this.

But this is an ambitious goal that does not seem to be possible for Merlot alone. Maybe all people will worry about two questions: 1) Does Melody have enough funds to support such a rapid expansion? 2) Does Melaleuca have enough funds to support the operating costs of many experience stores offline?

4. Independent B2C Platform Strategy

Since the establishment of the B2C platform by Meile, the company has been unwilling to confine itself to furniture sales. It has attempted to expand its business scope to the entire range of home building materials, including home improvement, and has become a combination of home improvement, construction materials, and home furnishing. platform. This is indeed a bold plan.

In fact, whether you are bold or related to how much money you have in your hands. If there is enough money in the hand, it is enough to qualify and shout "how big the heart is, how big the platform is."

Home building materials platform (or mall) does not seem to be doing so well. We have already seen several companies that have spared no effort to build an online shopping mall and have suffered huge losses. We have also witnessed home building materials e-commerce platforms that have enough traffic but are difficult to convert into sales. The flow of the Internet is sometimes weird. We use the popular word “gas field” to describe this strange phenomenon: a platform with insufficient gas fields. Even if your product has the same lower price, consumers will not buy your product. Therefore, companies that want to build platforms independently must be careful not to follow blindly.

In addition, the rapid development of the 136 offline experience store, it seems that at least in the area with a complete home building mall can not match. It seems that it is a hard-built experience shop. How long has it been operating?

At this point, it seems that the strategy of Melaleuca should be more clear: it tries to make rapid use of the e-commerce development in the home building materials industry, and take the lead, first make a framework, and then continue to implement it. Bigger. This strategy requires substantial funding to support it.

It also talked about the issue of funding. We can not help but think of the recent cooperation between Haier and Melody: Melaleuca's offline experience shop was renamed Haier Melody Experience Hall. Is this just to put some Haier appliances in the stores of the Meile music store as shown by the news and then name the store?

It seems that the problem is not that simple. Zhang Ruimin does not seem to be doing such a simple thing. The cooperation between Haier and Melody should involve the financial issues that we mentioned repeatedly. But what kind of unknown story does this cooperation still conceal?

We have been discussing whether it seems that Meile has a big strategy and has been skeptical of the realization of the grand strategy of Meile. However, when we put this possible grand strategy under the name of Haier, the situation may be completely different!

You can forget about what Mulele did before and how Haier's cooperation with Meile will develop. It may be that the e-commerce development in the home building materials industry needs the most attention.